The Power of the Mommy Blogger In Disseminating Pre-Teen Health Information Online

Background: Digital media presents a unique opportunity to engage the mom blogosphere around the issue of pre-teen immunization. CDC’s Pre-teen Immunization campaign and the use of online mommy influencers to spread pre-teen immunization health messages represents a first for the industry. Mothers who raise concerns about vaccine safety have been vocal for sometime online and this campaign will demonstrate how leveraging mommy bloggers can results in positive messaging and the ignition of the blogosphere to drive visibility for the campaign and its health messages. This presentation will review the social media elements from the campaign and the results it achieved. 

Setting: Mommy blogosphere

Population: Moms/parents of pre-teens (ages 11-12 year olds) online

Project Description: Identify key channels online that will reach moms and parents of pre-teens with pre-teen vaccination messages. The goals were to drive awareness of CDC’s recommendations amongst this target audience, engage influencers online, and drive to the website. Track and report all campaign metrics.

Results/Lessons Learned: The blogosphere is not as slanted toward the spreading of vaccine concerns as many think . Rather, it is filled with concerned moms and parents who want to share the latest health information with their readers – especially when that information is from a trusted source such as CDC. It can generate awareness of health information and do so without having negative backlash from the community of vaccine detractors. Moreover, it is a great means to provide a balanced voice to the vaccine detractor chatter which has traditionally been quite vocal online. Finally, it is a cost effective and efficient medium to use to accomplish this.